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The first annual Hot Luck in Austin, Texas, was amazing. Developed by Aaron Franklin of Austin’s Franklin Barbecue, James Moody of The Mohawk and Fun Fun Fun Fest, and Mike Thelin of Portland’s Feast, the four-day festival involved creative food and music events.

I attended the Saturday evening Al Fuego extravaganza at The Wild Onion Ranch. We arrived on a beautiful piece of land set among green rolling hills and trees. A path of hay coupled with swinging country music and the smell of BBQ smoke led us to the party. Cowboy boots, hats and sundresses were the dress of the evening. More than 60 booths provided BBQ, beer, wine and spirits.

The rise of social and digital media has given way to a slew of new content, not to mention a seemingly unending number of channels and outlets. To break through the clutter and offer audiences something fresh, brands are generating content at a rapid pace. But without incorporating a strategic, data-driven methodology, brands aren’t gaining the traction they seek.

A data-driven approach can ensure that your content development strategies are highly targeted and effective. As a Finn Partners company, LANE provides clients with a Digital Demand Mapping process. It defines the conversation and competitive landscape, and identifies the clearest point of entry into that conversation, allowing us to target your audiences with the right messages. Here’s how it works:

When it comes to planning events to increase visibility and engage customers, B2B brands are increasingly looking to the consumer side for inspiration. Music, tech, film and food festivals have grown into multidimensional experiences that are playing to all the senses, driving social media engagement and increasing visibility and demand.

While your next conference or event may not take on Coachella proportions, taking some cues from this festival and others can help boost attendance and engagement.

Partner UpA bigger event has the potential to make a bigger splash. Consider joining forces with organizations from complementary industries to create a multidisciplinary program that engages attendees on multiple levels.

A regional bank catering to small business customers, for instance, could partner with local tech companies and health and wellness providers – participants could gain not only valuable business knowledge, but also pointers on how to address their own well-being to be more successful overall. Creating such a robust and diverse participant roster can enable attendees to find unexpected sources of inspiration or solutions to challenging issues.